Published by
Dan Perach
August 9, 2008

In most cases, PPCPROZ does not like to buy the top ad positions for our clients, as these positions may be hypercompetitive. We've found that while ads appearing at the top of a results page have a higher click-through-rate (CTR = Clicks / Impressions), these clicks have a lower likelihood of converting into conversions, or transactions. Many people have a tendency to click on the first results they see, and sometimes they'll click on an ad because it's in the first positions - without even reading the ad, as they assume it is relevant to what they're looking for. Its kind of like be search results trigger happy. Because you only pay when someone clicks on your ad, PPCPROZ ensures that people read your ad before clicking, and confirm that you offer what they're looking for, by pre-qualifying your ad to the intention of the searcher. We know we can deliver you a better quality traffic for a lower cost from ads lower down on the page, and that's what we strive to do; don't worry, PPCPROZ will NEVER allow your ads to appear on page two of the sponsored links, only positions 1-10, and only positions 1-3 if we see a good ROI, return on investement.